10 Steps to Implementing B2B Product Management: The CEO Playbook offers an unprecedented, no-holds-barred look at how CEOs should be instituting the product management function - and reveals the reasons why they get it wrong. Whereas the bulk of the other product management resources are directed to product managers of B2C products, this brief book uniquely addresses the needs of the CEO when introducing product management in their B2B company. Jim Berardone examines how B2B business models have a profound impact on the product management function. In working over two decades with CEOs of different sized early-stage and established technology businesses, Berardone notes that smart, savvy CEOs can often struggle when it comes to making product management work. They get suggestions from trusted friends, teams, board members, investors, and others offering lots of ideas and advice on approaching product management. Yet, part of the challenge is there are many variations in the ways product management is implemented; there is no single way nor should there be. Off-the-shelf solutions don’t work. Berardone argues, “Every company’s situation is unique with its own business goals, strategies, business model and customer value propositions,” and every CEO needs to make-to-order their own, distinct product management solution. 10 Steps to Implementing B2B Product Management guides CEOs and other executives in the organization through the complex process of creating a customized, formal product management function. It has been created to help CEOs avoid common mistakes most organizations make when initiating a product management function. He challenges some widespread beliefs in this field. And, it’s intended to reduce the typical pain and pitfalls associated with product management. 1. Language: English. Narrator: Anthony G. Chiappetta. Audio sample: http://samples.audible.de/bk/acx0/135403/bk_acx0_135403_sample.mp3. Digital audiobook in aax.
Unleash Possible is a how-to guide for high-growth marketing in complex selling environments. Author Samantha Stone, the revenue catalyst, doesn’t just tell you what to do, she shows you how to do it and how to partner with sales to get the right results.There is no shortage of inspiring advice calling you to transform your marketing efforts. They all preach, correctly, that B2B marketing has changed and buyers are in control.The problem is - most advice tells you to transform but does little to address the practical realities of making changes in organizations that have complex relationships with sales.Unleash Possible changes that - it’s a how-to manual for B2B marketers to:Become a trusted partner for sales teams to turn to for guidance.Change the way marketing is done to better serve buyers.Drive more revenue, growth and profitability."Rarely do you find a practical, accessible resource that seamlessly combines sales and marketing into a coherent and motivating call to action as Samantha has written here. Highly recommended read by those new (and old) to B2B sales and marketing (yes both sides of the aisle and funnel!).” (Matt Heinz, president, Heinz Marketing Inc.)"The author's acute awareness of her own learning brings valuable gifts forward in her book. Accepting these gifts and absorbing her ideas will fast-track your success." (Peter Bauer, CEO, Mimecast) 1. Language: English. Narrator: Paul Schmidt. Audio sample: http://samples.audible.de/bk/acx0/152559/bk_acx0_152559_sample.mp3. Digital audiobook in aax.
'There is no one who understands the needs of modern marketers and salespeople better than David Cancel. This is something I saw first-hand and have continued to see as David has been building Drift. Conversational Marketing is the culmination of years of research and experimentation. It's a proven blueprint for hypergrowth that all marketing and sales teams should follow.' -MIKE VOLPE, CEO, Lola.com and Former CMO at HubSpot 'In Conversational Marketing, David Cancel provides a step-by-step guide for adapting to the on-demand, real-time way that people prefer to buy today. It is a must-read for all software-as-a-service (SaaS) and business-to-business (B2B) companies, as well as for anyone who wants to stay on the cutting edge of marketing and sales and bring their business into the now.' -HITEN SHAH, co-founder of Crazy Egg, KISSmetrics and FYI 'Within a few months of adopting a conversational marketing and sales strategy at Ipswitch, real-time conversations became our number one source of qualified leads, accounting for $2.6 million in pipeline. For marketing and sales teams looking for a faster path to revenue, this is the modern playbook to follow.' -JEANNE HOPKINS, CMO, Ipswitch 'Over the past decade, I've seen countless companies struggle to provide the type of experience today's buyers have come to expect. With Conversational Marketing, David Cancel rewrites the traditional playbook and reimagines the way businesses buy from businesses. The future of marketing and sales will be about making customers deliriously successful, and this book provides the tactical advice businesses need to make that happen.' -PAT GRADY, Partner, Sequoia Capital 'Right now, conversational marketing feels like the beginning of inbound marketing did in 2005. The companies that master it before their competitors will own the customer relationship in their market for the next decade. David's book should be required reading for anyone in marketing and sales today.' -MARK ROBERGE, Senior Lecturer, Harvard Business School, Former SVP of Sales and Services at HubSpot
The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing. Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by 3 percent? It's not easy for any salesperson to execute a competitive displacement--or, in other words, 'eat their lunch.' You might think this requires a bloodthirsty 'whatever it takes' attitude, but that's the opposite of what works. If you act like a Mafia don, you only make yourself difficult to trust and impossible to see as a long-term partner. Instead, this book shows you how to find and maintain a long-term competitive advantage by taking steps like: &#8226; ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution. &#8226; understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns. &#8226; developing a systematic contact plan for all those different stakeholders so you can win over the right people at the organization in the optimal sequence. Your competitors may be tough, but with the strategies you'll discover in this book, you'll soon be eating their lunch.